Archive | PPC RSS feed for this section

Building Materials Industry 2017 Search Engine Benchmarks

3 Jan

thumbnail

CoreyMorrisGuest Contributor: Corey Morris
Director of Digital Strategy

The 2017 International Builders’ Show (IBS) is upon us. As we prepare our agendas and get excited to see what is new and noteworthy in the industry this year, our digital marketing team has taken a look at the state of Search Engine Marketing (SEM) for the industry and select segments. Knowing that XX number of B2B buying decisions start with a search engine and that new technology and competition continues to make the building materials channel more important to move products through than ever, we need to harness search engine traffic to build leads and sales.

Overall, in the building materials industry in 2016 we saw a slight decrease in direct traffic by visitors keying in the domain name and going straight to the website as well as a decrease in visitors who came from referral sites and links; however, we saw a major increase in traffic from social media sources, a slight increase in organic search traffic, and a steady rate of paid search traffic.

The number one source by far is organic search engine traffic. This highlights the importance of basic Search Engine Optimization (SEO) if you want to be found by users already aware of your brand. It’s even more important that you go beyond the basics in order to be competitive for the most important generic terms.

The second and third biggest sources are both paid sources through the search engines and display ads. Combined, they make a big impact and are big drivers of traffic—right behind the “free” organic traffic.

Social media is a growth area and while it hasn’t been adopted as fast in building materials and further up the channel (compared to other consumer-focused industries), it is growing rapidly and poised for further expansion as manufacturers, distributors, and dealers find ways to help support selling products down the channel.

 

Building Materials & Supplies industry vertical under Construction & Maintenance from Google Analytics

2016 2015
Direct Traffic 13.2k 12.7k
Organic Search Traffic 46.1k 47.9k
Paid Search Traffic 25.2k 25.2k
Traffic from Social Media 4.2k 2.8k
Referral Traffic 8.8k 9.7k
Traffic from Email Marketing 3.9k 3.3k
Display Advertising Traffic 13.2k 11.2k

 

In addition to looking at stats by traffic source, we researched website engagement metrics. One encouraging discovery is that the growth in traffic is accompanied by quality content. A major increase in new visitors is coupled with double-digit percentage increases in pages per session and the average session duration. Not only is site traffic increasing in the industry, but audiences are staying on pages longer and viewing more content. This is a great trend to measure your 2017 efforts against.

While we’re not surprised by the benchmark data in 2016, there are encouraging signs. B2B companies, especially in the building materials industry, will be poised for more success if they push further into growth areas like social and continue competitive positioning in both organic and paid search. Be mindful of  competitive pressure from new entrants as well as many changes in the Google organic and paid search algorithms that have an impact on positioning and performance.

Do you know where you stand in comparison to these benchmarks? We’d love to hear about your 2016 performance and if you’re seeing the same trends we are.

Share via email

SEO in Content Marketing

6 Dec

thumbnail

CoreyMorris

Guest Contributor:
Corey Morris, Director of Digital Strategy

Content marketing has exploded as a discipline and as a topic over the past several years. It impacts many of the more traditional marketing and digital marketing channels and is something that most of us admit we need to do more of or need to do it better.

I had the opportunity to attend Content Marketing World in Cleveland this September. During that conference, I was interviewed by Jeff Julian for an episode of the Enterprise Marketer podcast that was recently released. We had a great conversation about the evolution of search engine optimization (SEO) and how the discipline has been impacted by the rise of content marketing.

I see content as the unifying factor in most digital marketing efforts. I produced an integrated digital marketing approach diagram earlier this year to help visually demonstrate a structure that I often talk about in conversations regarding the role of content strategy, content marketing, and digital channels as vehicles for content.

There is a lot of talk and confusion about inbound and outbound marketing as well as earned, owned, and bought media. Regardless of how we classify it, it often comes back to content. Digital channels like SEO and social media work much better when they embrace content into the strategy, and everyone has a seat at the planning table.

There are a number of processes that become more efficient by working together. Integrating channel marketing efforts under the content umbrella improves strategy by utilizing unique research, insights, and analytics from the different digital channels. It is the sharing of intelligence that helps reach desired personas and ensure that we’re not operating too much in silos. Channel marketing should not dictate content; let content drive the bus.

I thoroughly enjoyed talking with Jeff and hope that you find the approach and role of search marketing in content marketing as insightful and fun as I do.

 

Link to podcast: https://itunes.apple.com/us/podcast/enterprise-marketer-podcast/id1153750828

Link to web version: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/cmworld16-show-21-corey-morris/

Link to YouTube: https://www.youtube.com/watch?v=lTgE2NzPJ5k

Share via email

Crowdsourcing: Three SEO Themes We Keep Hearing

11 Nov

CoreyMorris

Guest Contributor:

Corey Morris, Director of Digital Marketing

During the past few weeks, I’ve had the chance to speak at a couple of Kansas City search marketing events. The first was as a moderator of the “Better Ideas, Better Strategies” session at the SEMPO Cities KC Search Marketing Conference on Oct. 27. In addition, I spoke about “The Impact of Social on Search Rankings” at the Social Media Club of Kansas City breakfast on Nov. 4.

A few SEO themes kept bubbling up at the Q & A sessions and event follow-up discussions.

First, it’s abundantly clear that the industry must be nimbler when it comes to navigating changes from Google. The company is adjusting organic and paid search faster than most of us can remember.

Second, if you haven’t kept up with the mobile friendly movement, now is the time. “Mobile first” thinking has been a topic of conversation the past few years. The initiative is now on overdrive, with Google using the mobile index for even desktop searches.

One other theme that surfaced during the SMCKC presentation was how Google does or doesn’t weigh social media in ranking websites. There’s a lot of confusing and conflicting info about this topic. My advice? It’s more important to understand how search engines work and view social content through that lens.

The two most important factors of SEO success are relevance and authority. Relevance meaning how pertinent your content is to the subject. And authority being the importance others place on your content. In other words, are they linking to and sharing your stuff?

Finally, while not a theme from the events, I always advise clients that if they want more cues on what Google is and isn’t rewarding, they should pay attention to their target audiences and the competition. By continuously working to be better when compared to peers, you’ll win in search, social and digital marketing overall.

Read my earlier post on the SEMPO Cities KC event.

Share via email

Recap: KC Search Marketing Conference

8 Nov

dsc_0079

Guest Contributor,
Corey Morris, Director of Digital Marketing

I was recently part of the second annual Kansas City Search Marketing Conference at the Sprint Accelerator. The event was presented by the Search Engine Marketing Professionals Organization (SEMPO) Cities program and Bing.

The conference theme was “Better.” There were 12 speakers from across the region, and four sessions that all tied to the theme of doing search marketing better. I was on the organizing committee — after leading last year’s event — and moderated the first session, “Better Ideas, Better Strategies.”

The session was a reminder that it’s no longer possible to do search marketing in a silo. We must have content for organic and paid search. It’s also critical to stay on top of Google’s changes, especially with the staggering number of shifts the company made in 2016.

Matt Lacuesta was part of the panel I moderated, and something he said struck me: “PR people are the OG of link builders.” He shared how all content contributes to SEO, and that it’s important to understand and harness it. Some content examples Matt shared:

  • Collateral and messaging that resonates with prospects
  • A list of common sales objections
  • Customer service pain points
  • Events, sponsorships and community involvement
  • Industry relationships

Craig Paddock is a regular speaker at national search conferences. His presentation was full of insights on understanding performance data and using it to make decisions.

One stat he shared caught my attention: Wordstream is seeing an unbelievable 50 percent click-through rate on the AdWords “click to message” extension, which will soon roll out.

A compelling aspect of his presentation was how data sample sizes factor into decision making. Craig showed data from coin tosses. When comparing the frequency of heads in 20 coin flips, there was a decent range of results. But when expanded to 400 coin flips, the numbers normalized and the data was much more consistent. The example was a strong reminder to ensure we’re not making decisions on too few impressions, clicks and conversions in AdWords. This is especially true when comparing one ad group to another.

Tylor Hermanson presented keyword research for SEO targeting. He believes the Moz Opportunity Score is important because it goes beyond the keyword and monthly search volume. The Moz score considers the opportunity you have to get traffic based on the layout of the search results for that term.

It’s common to do keyword research in a vacuum and not consider the perceived intent of the search engine or the results page beyond the 10 blue organic links.

Including maps, answer boxes, shopping ads, news articles and other content can push down organic listings and hinder opportunities to spark traffic. Users may not see the link, even if it ranks well, if it’s pushed down the page.

In the week leading up to the conference, there were several big updates from Google and Bing. These were good reminders that the pace of search marketing isn’t going to slow any time soon, and the industry as a whole — despite breaking out of silos — isn’t going away.

Share via email

Our Take From Cleveland: #CMWorld Day Two

9 Sep

image

Corey and Kate spent two days at #CMWorld in Cleveland. This is the second of two posts sharing their quick takeaways from the event. If you haven’t seen the first, check it out

Our second and final day at #CMWorld. And, like day one, it was a whirlwind of fresh ideas, new friends and awesome swag. (No stress balls!)

Airborne to KC, we’re chatting about what stood out on our final day. Here’s what comes to mind.

First, a stat: For every $5 spent on content creation, marketers are spending just a buck on distribution.

Does that surprise you? It sure caught our eye. Seems like we should be investing more than four quarters to maximize ROI.

Day two gave Corey the opportunity to talk with Jeff Julian on the Enterprise Marketer podcast.

Jeff and Corey chatted about the efficiency of content being pushed through digital channels, rather than dictated by SEO. They also talked about Google updates and how the company continues to show it’s learning context, which is yielding better content as a whole.

We’ll be sure to share Corey’s interview once it’s live. So, stay tuned.

It’s easy to leave a conference like this brimming with new ideas but unsure where to start. Fortunately, Thursday’s opening panel gave some encouraging words on how to take your content strategy to the next level. Here’s a hint: start.

Stephanie Losee with Visa, fresh from Rio for the Olympics, said it just takes one piece of content to begin. Not a launch party. Not a seven-figure budget. Just one piece of content from one SME conversation.

In the same vein, Jenifer Walsh with GE reminded us that content strategy is a marathon, not a sprint. And, that it takes time to build content traction. So, take a deep breath. You don’t have to have a community of a thousand followers on day one.

Finally, Raj Munusamy with Schneider Electric, told us the mind digests visual content six times faster than text. Six times.

What we heard: Goodbye 10-page white papers. Helloooo visual content that wows! (Apparently we should be drawing you a picture, not writing this post.)

So there you have it. Our initial take on two days of all content all the time.

Would we go again? Absolutely. Would Corey remember Cleveland is hot and humid? No doubt. Would Kate pack less? For sure. (Okay, that’s a lie.)

Keep an eye out for future posts from us. In the coming weeks, we’ll share more in-depth learnings from the show.

Share via email